OOH Uncut Podcast: Sadie Phillips
Sadie Phillips, Marketing Manager, Wrapify, joins host Rick Robinson, CEO, PJX Media, on OOH Uncut, the podcast featuring leaders in the Out of Home media world.
June 13, 2023
Sadie Phillips Discussion on OOH Uncut Podcast with Rick Robinson
Rick Robinson: Hi everybody. Rick Robinson here with PJX Media and today, we have a guest with us, Sadie Phillips. She's Marketing Manager for Wrapify and a fresh, new voice in the out of home space. She's got about four or five years in out of home and Sadie, say hello to everybody.
Sadie Phillips: Hi everyone. Thanks for having me.
Rick Robinson: Happy to have you. We would just love to know like What is it you love about out of home that you want to make your career in it?
Sadie Phillips: Yeah, so I didn't I actually just kind of stumbled upon it…I guess you could say but I always just loved marketing and advertising and I wanted to get in the industry but I I didn't have a marketing degree. Actually have a philosophy degree so really working for getting my foot in the door with Wrapify. That's kind of how I started and it just kind of blossomed from there. Started in operations and James took a chance on me. And now I'm in marketing.
Rick Robinson: So now in marketing, you know, you talk about how great out of home can be and why it's interesting and why we should pay attention to it, what do you think is the one thing out of home does that no other medium can do?
Sadie Phillips: Well, I think it does a lot, but the one thing for me is that it allows brands to stand out, It sort of. And not just stand out, but stand out in a non-intrusive way, right? So, this is gonna allow for brands to actually be heard and and seen and digested, most importantly,
Rick Robinson: So, let's talk about that for a second. What do you mean by non-intrusive? Can you help define that?
Sadie Phillips: Yeah, so everyone and their mom are running ads on Facebook and as a millennial obviously I'm gonna talk about Facebook and social media. so for instance, your scrolling through Facebook and you, you know, your goal on Facebook. Why you got on in the first place was probably to, you know, catch up on what Aunt Cindy did at the Grand Canyon. Or maybe your best friend from high school, just had a baby. You know, you're just like checking in and catching up with friends and family. You don't necessarily want to be served an ad. And I think its true for most of us and just really people are gonna be more susceptible. To being served ads out of their home. There's less static and it's just for me it's it's that simple, there's less static and your audience is in a space to digest your ad. So if you're not using out of home you are absolutely missing the mark. Statistically speaking, out of home is unfortunately the first form of media to be cut from ad spend. As, you know, if you're in out of home you know this It doesn't really add up for me, but I guess the goal of this podcast and, you know, my goal as a marketer in in the industry is to make it make sense.
Rick Robinson: So, what do you mean by make it make sense?
Sadie Phillips: Okay, so for instance, we talked about the Facebook example. Um, you've had a long day at work, you're exhausted. You've been staring at your computer screen all day and you head to the gym. You're sitting in traffic, you look over. You see a colorfully wrapped vehicle. And you stop. and you look at it and you feel sort of this curiosity, maybe it makes you crack a smile even It gives us, it gives us a break from the busy world, driven by social media, and driven by our smartphones
Rick Robinson: so Anna Bager said this that out of home allows for serendipity
Sadie Phillips: That's yes. That's exactly what I'm saying. It allows and yeah. Serendipity. And then, you know, just like it's so emotional, it can really impact our emotions. You see a funny billboard as you're sitting in traffic and it makes you laugh and then you go so far as to then send that a picture of that billboard to your friends and family and you make them laugh and then you know messages are being spread that way. So I think it's just a great way to captivate your audience without all the static.
Rick Robinson: so, you know what's interesting is that years ago out of home was called, was described and criticized for being intrusive. And now it's described as being the opposite of that as being chill…I guess or polite and relaxed and just there for us to see if we want to see it. And what's interesting that this is like the fourth or fifth podcast, I've recorded for this new series out of home uncut and almost everyone goes right to that. That out of home was like easy. And friendly. And it's a way in versus something that's in the way.
Sadie Phillips: Exactly.
Rick Robinson: Well, look, we have five minutes that we talk. Thank you for the brief conversation. I appreciate it. Sadie Phillips, a fresh new voice. In the out of home space, loves out of home because it stands out because it allows us to get through, it complements other media and it's chill. Thank you for your time. Hope you have an awesome day, Sadie.
Sadie Phillips: Thank you.
